• Business Objective

    Spread brand awareness and gain followers for Simon Shopping Destinations’ initial launch on Weibo

     

  • Results
    • 38K+ new followers
    • 2.6M+ reads
  • Our Approach

    In order to maximise exposure during Simon’s initial launch on Weibo, we broke down our share-to-win campaign into 3 stages. The first offered La Mer moisturising cream, the second offered a Tiffany necklace, and the third offered a Louis Vuitton wallet. All of these prizes are luxury goods, an increasingly strong interest of Chinese consumers, which contributed to the success of this campaign. An increasing number of participants was required for the campaigns to move on. For example, at least 3K participants were required for the Tiffany necklace to become available and 8K participants for us to move to the final round. This structure ensured that the number of shares was maximised to expand the reach of the campaign. Each stage exceeded the required threshold, and the results generated 5x more shares than the KPI.